The Value of Having Brand Equity
equity so would automatically give consumers an incentive to purchase the new beverage if the Coke name were applied to it in some manner. People who love Coke tend to love other Coke products and become loyal consumers of Coke sodas. If given the option, they’ll choose Coke products over Pepsi products because they prefer the Coke brand recipes. Coke’s reputation precedes it, and that carries a lot of weight with consumers. On the other hand, if Coke were to apply its brand to a soda that was less than worthy of the Coke seal of approval, so to speak, the… Continue Reading...
